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Google's £32 Billion Bet on Cloud Security: What Wiz Means for the Future of Alphabet

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Unlocking the Potential: TikTok for Business

Mar 4, 20242 min read

A Anime Style Cat in Pixel format using TikTok

In September 2016, ByteDance, a Chinese tech company, introduced the world to TikTok, known as Douyin in its home country. The app made its debut on iOS and Android markets in 2017, captivating users globally with its short-form video format. However, it wasn't until August 2018 that TikTok took a giant leap forward, becoming available in the United States after merging with the popular lip-sync app, musical.ly.

Since the fusion with musical.ly, TikTok has experienced an exponential surge in popularity, giving rise to a new generation of influencers, particularly among teenagers. The app's unique features and engaging content have fueled its growth, making it a powerhouse in the social media landscape.

TikTok's platform empowers users to create short videos, with a maximum duration of 15 seconds, shared seamlessly on their feed. For those seeking a longer storytelling format, the option to link shorter clips and craft 60-second videos is available. While users can upload external videos to their feed, the majority adhere to the app's preferred 15 or 60-second durations.

As of January 2020, TikTok boasts a staggering user base of 800 million people each month, earning the coveted title of the most downloaded app of the year. This impressive reach underscores the platform's global impact and influence.

Understanding the Audience: Age Statistics for TikTok Users

For businesses considering the integration of TikTok for their marketing strategies, understanding the user demographics is key. Teenagers, aged 13-17, constitute a significant portion, making up 27% of the app's user base. Beyond the teenage demographic, the breakdown further reveals:

13-17: 27%
18-24: 42%
25-34: 16%
35-44: 8%
45-54: 3%
55+: 4%

This diverse age distribution positions TikTok as a versatile platform for businesses aiming to reach specific target demographics.

TikTok for Business: Is It Your Perfect Fit?

If your business caters to products or services aligning with the preferences of the 13-24 age group, TikTok should undoubtedly be a cornerstone in your marketing mix. Embracing TikTok for business allows you to tap into a vibrant community, presenting your brand where your ideal customers spend a significant portion of their online time.

In conclusion, TikTok's unique blend of creativity, short-form content, and diverse user base positions it as an invaluable tool for businesses seeking to make a lasting impact in the digital realm. The question then becomes, can you afford to miss out on the opportunities TikTok for business brings to the table?

Google's £32 Billion Bet on Cloud Security: What Wiz Means for the Future of Alphabet

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19 March 2025

Connor Banks

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In a landmark move, Alphabet, Google’s parent company, has announced its largest acquisition to date: a £32 billion all-cash deal to purchase Wiz, a fast-growing cloud security start-up. This strategic acquisition not only highlights the increasing importance of cybersecurity in the AI era but also signals Google’s ambition to challenge Amazon Web Services (AWS) and Microsoft Azure in the multi-billion-pound cloud computing market.

A Strategic Play for Cybersecurity Dominance

Wiz, founded in 2020 by cybersecurity veterans, has rapidly ascended as a key player in cloud security. The company specialises in providing tools that help organisations detect and mitigate security risks across major cloud platforms—including AWS, Microsoft Azure, and Google Cloud. Wiz’s emphasis on a multi-cloud approach has made it particularly attractive in a world where enterprises often rely on multiple cloud providers.

By acquiring Wiz, Google is making a bold statement: Security is now a top priority in its cloud strategy. This comes at a time when cybersecurity threats are escalating and businesses demand more robust protection against breaches, ransomware, and AI-driven attacks.

Why Google Needs Wiz

Despite being a tech giant, Google Cloud remains the third-largest cloud provider, trailing behind AWS and Microsoft Azure. While Google has made significant strides in AI and data analytics, it has struggled to gain an edge in cloud security—a crucial factor for enterprise clients.

Enhanced Security Portfolio: Wiz’s platform will strengthen Google Cloud’s security offerings, making it more competitive against Microsoft, which has invested heavily in security solutions.
Multi-Cloud Expansion: Unlike some past Google acquisitions that were integrated exclusively into Google’s ecosystem, Wiz will continue to support AWS and Azure, helping Google maintain a presence in rival platforms.
AI-Driven Security Solutions: With Google at the forefront of AI, Wiz’s security capabilities can be enhanced using AI-powered threat detection and automation, setting a new industry standard.

Regulatory & Competitive Challenges

However, this deal is not without challenges. Given the £32 billion price tag, Alphabet will face scrutiny from regulators in the UK, the US, and Europe, who may investigate the acquisition for potential anti-competitive concerns. Additionally, the move is expected to intensify competition with Microsoft and Amazon, both of whom have also been ramping up their cybersecurity investments.

While Wiz’s commitment to multi-cloud compatibility is a selling point, there is always the risk that competitors could respond aggressively, either by developing competing technologies or challenging the acquisition on regulatory grounds.

What This Means for the Future of Google

Alphabet’s bet on Wiz highlights a broader shift in Google’s business strategy:

Cybersecurity is no longer an afterthought—it’s a centrepiece of cloud innovation.
Google Cloud is evolving into a true enterprise powerhouse, aiming to take market share from AWS and Microsoft.
AI and security will increasingly converge, with Google leading the charge in developing AI-driven security solutions.

With the deal expected to close in 2026, all eyes will be on how Google integrates Wiz’s platform and whether this move will finally tip the balance in the cloud computing wars.

Conclusion

Google’s acquisition of Wiz is more than just a big-ticket purchase—it’s a strategic shift that underscores the growing role of security, AI, and multi-cloud infrastructure in the future of cloud computing. Whether this gamble pays off will depend on how well Google can execute its vision and convince enterprise customers that it is the safest and smartest choice for their cloud needs.